Are Your Digital Editions Making Money?
11. Let readers browse issues. "If your digital provider does not provide a "library" of digital editions, … create one and promote it on your Facebook … page, your website, … employee e-mail [signatures], etc.," she says. "Market [them]wherever you can."
12. Incorporate social media. Distinctive Homes incorporates a Facebook and Twitter "like" or "recommend" button for each page, allowing readers to post to their profile when they find an article or page they'd like to share.
13. Advertisers will expect more from a tablet. "The iPad/iPod application brings the digital conversion to a new level, taking what was once a vertical reading experience … and making it portable and truly a unique content-driven offering," Jeffreys says. Advertisers, therefore, will want to be able to utilize features such as video, animation and links to social networking sites, and publishers should be prepared to provide them. The payoff? "Once we can prove higher click-through rates when these engaged readers are diving down into content, then we'll be able to charge for added content."
Currently, Distinctive Homes publishes digital replicas of its print editions and includes digital ads automatically in all ad sales. Jeffreys anticipates more advertisers opting for digital-only advertising or upsell-to-digital opportunities in the near future.
John LaMarca, Group Director, Audience Development, Crain Communications (Crain.com)
In the digital editions realm, Crain has been able to leverage its position as a go-to source for in-depth information on marketing and advertising, offering supplemental products that serve to both enhance and drive readers to the new medium.
14. Rich content drives new revenue. "We have had great success … selling subscription Ad Age whitepapers …," LaMarca says. Crain's digital edition platform links to whitepapers while providing security options. "We've found that 70 percent of [whitepaper] purchasers … are not currently magazine subscribers, so it's been a great way for us to reach a new audience and capture additional subscription revenue," he adds.